Setting Social & Interactive Goals – STCO 648

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/27/2021

Course Description

The use of social, mobile and online benchmarking and metrics in maximizing social media strategy and growing a customer/audience base.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


The purpose of this course is to provide students with a theoretical and practical understanding of the contemporary world of social media analytics, and the role of this critical set of digital tools in defining success in business, government, not-for-profit, and community organizations. The ability of students to use measurements derived from increasingly larger sets of data has become an increasingly valuable tool utilized by organizations to maximize return on investment in tactics and strategies. The student equipped to apply social and interactive media analytics to real-world strategies will find many career opportunities.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Formulate an applied working knowledge of the social/interactive media analytics and benchmarking toolbox.
  2. Examine the analyses and processes of using social media analytics to create, implement, and assess the strategic communications of an organization.
  3. Apply social media analytics to the growth of an organization, its products, and/or services.

Course Assignment

Textbook readings and impact videos

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student will discuss and apply his/her textbook readings to his/her own life, in addition to promoting engagement with other students. Each thread must be 350 words, include at least 2 references to the course text and 1 reference to an outside souce, and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to at least 1 classmate’s thread. The reply must be at least 250 words include at least 1 reference to the course text.

Social Media Analytics Case Part 1

The student will write the foundation of a Social Media Analytics plan, analyzing the challenge facing an organization as it seeks to create, implement and measure the success of a campaign that utilizes social media to grow the market for its products, services, and/or activities. This paper will serve as the starting point for the final paper. The Social Media Analytics Case Part 1 must be at least 6 pages, excluding the references and title pages. The paper must be written in current APA format, double-spaced in 12 pt. Times New Roman, and must contain a title page at the beginning and a reference section at the end. The paper must contain a minimum of 6 references.

Social Media Analytics Case Part 2

The student will continue the case analysis of the organization/product/service/campaign chosen as the focus of Social Media Analytics Case Part 1. This final paper continues the analysis of those Social Media Analytics efforts. It includes a detailed description of the analytical tools used to assess the efficacy of the campaign, and will include at least 12 references and the textbook as supporting evidence. The paper must be written in current APA format, and be at least 9 pages (excluding the title and abstract pages and references section).

Link-to-Life Resource Review (2)

This review encourages students to establish a link between readings and life experiences. This is part of a continuing effort to link those experiences—especially related to career and/or organizational work—to a degree program. This assignment allows the choice of submitting a paper or multi-media submission. The requirements are to submit 7–10 pages without exhibit, or no more than 5 pages with exhibit.